Community Driven Art & Offerings

Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Brooke Manning, Owner of Likely General, located in Toronto, ON, Canada.

What's your business, and who are your customers?

Likely General is a shop, art, and community space that began in 2013. It quickly grew from an art-based general store into a multi-functional space connecting artists to the public in an organic, ethical, and approachable way. We believe in supporting the work of women, queer, and marginalized artists first and foremost and currently support the work of over 300 artists. In 2014 we introduced workshops, events, book launches, lectures, and the Likely General Gallery, a community-minded gallery offering a new exhibit once a month. We are deeply motivated by responsible consumerism, empathy, and transparency.

Tell us about yourself

I am motivated by acts of care and connection within the community. I believe that artist-made micro-independent businesses nourish a sense of sustainability and encouragement surrounding artist-made work, which is essential to the fabric of the community. I began creating the concept for Likely in the years between graduating from art school and touring as a musician. I recognized that I wasn't a fan of the touring life and felt very comfortable stepping away from a personal spotlight and into one of support and service. I wanted to create a home for myself, for those that I went to school with that were unseen, and for those that deeply benefit from safe spaces. Each day is a true gift in this space, thanks to the community that uplifts and supports it. I'm deeply grateful. Gratitude is also my motivation to keep working hard in the service of others that need my support. The joy felt in this space through connecting with customers and friends is more than enough motivation to keep going.

What's your biggest accomplishment as a business owner?

I'm proud of the fact that I learned and have done everything myself - from the ground up - since day one. I don't have business partners, I did not go to business school, and I was incredibly naive when opening the shop in the beginning. What I do possess is an iron will and a belief that nothing changes if nothing changes. What I find fearful or challenging often propels me, and I am glad I never gave up on myself, even when things looked heavy during the pandemic. Grateful for my ability to keep going towards the light within hardship.

What's one of the hardest things that come with being a business owner?

I suppose the biggest thing would be the fact that a small business owner never stops working. Taking time away, expressing and exploring healthy boundaries, and not letting numbers and capitalist ideals distract me from the real knowing of my own purpose as well as the purpose of the shop can be challenging times but also motivating. Allowing this space to also live beyond me, to allow the community, our beautiful staff, and the energy created here through conversation and discovery to both shape and inform Likely's individual needs is also a beautiful lesson learned in our nine years.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

I truly believe that businesses cannot thrive if they do not begin with integrity. They must begin first with the motivation to aid, support, offer, or fill a unique need. Without that, I'm not sure how you can trust people to support you long-term. Human beings are smart, sensitive, and intuitive. To manipulate or misinform is wholly dangerous in business. Lean into these knowings and offer your business and yourself with honesty, integrity, empathy, and willingness for correction, and you will likely go far. I also believe that the last thing business owners should be thinking about is money. Money does not build a strong foundation; the community does.

Where can people find you and your business?

Website: https://likelygeneral.com/
Facebook: https://www.facebook.com/likelygeneral
Instagram: https://www.instagram.com/likelygeneral/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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